ZURICH- SWISS International Air Lines (LX) is preparing to introduce its new long-haul cabin concept, branded as SWISS Senses, starting with its upcoming Airbus A350-900 fleet. These aircraft will debut in early 2026, before the design is retrofitted onto the airline’s existing widebody aircraft.
As part of the Lufthansa Group, SWISS is adopting elements of Lufthansa’s (LH) Allegris first and business class concept, though with its own branding and a distinctive twist in first class marketing. The centerpiece of this launch is the SWISS First Grand Suite, which will initially appear on the A350s operating from Zurich Airport (ZRH).
Photo: SWISSSWISS Unveils A350 First Grand Suite
The new SWISS Senses first class cabin will include three suites: two single suites along the windows and one larger double suite in the center. Together, these create what SWISS is calling the First Grand Suite, a flexible space with capacity for up to three travelers.
The design is similar to Lufthansa’s Allegris layout on its Airbus A350 fleet, but SWISS is emphasizing exclusivity.
Passengers who book the left-side window suite along with the adjacent double suite can combine them into a larger private zone. This configuration opens into the same aisle and is marketed as “a personal loft above the clouds.”
According to SWISS, the space can serve as a bedroom, office, or meeting room, appealing to couples, families, or business travelers seeking additional privacy.
The airline’s Chief Commercial Officer, Heike Birlenbach, explained that the concept aims to give premium passengers “more scope to design their personal space on board.”
Photo: SWISSThe Booking Process and Rollout Timeline
Unlike regular first-class bookings, the Grand Suite will not be available through the airline’s website. Instead, it must be reserved exclusively via the SWISS First hotline. The airline expects the product to be bookable by early 2026.
This approach mirrors Lufthansa’s booking process for its own double suite in Allegris’ first class.
However, the reliance on phone reservations has already raised concerns among frequent travelers who argue that a product of this caliber should be easier to book online.
Photo: SWISSComparisons and Challenges
While marketed as highly exclusive, the Grand Suite is not entirely private. Guests will still share an aisle with other first-class passengers and use the same lavatory facilities.
Compared with Etihad’s (EY) The Residence on the Airbus A380, the SWISS product remains less private, OMAAT flagged.
Another question is pricing. Lufthansa has required two travelers to pay the full first-class fare when booking its double suite, even though the combined space is smaller than two individual suites.
If SWISS applies similar pricing for up to three people, passengers may hesitate unless the cost reflects true added value.
Photo: SWISSIndustry observers also highlight operational challenges. Lufthansa has faced complications when handling group bookings in its Allegris first class, with reports of difficulties arranging travel for families. SWISS will need clear procedures to avoid similar pitfalls when offering the Grand Suite.
Photo: SWISSBottom Line
The SWISS First Grand Suite represents an effort to differentiate the airline’s upcoming Airbus A350 cabins under the broader SWISS Senses program.
While the layout is effectively inherited from Lufthansa’s Allegris concept, SWISS is attempting to market the combined suite as a premium and flexible space for up to three travelers.
The success of this product will depend on transparent pricing and an improved booking process. Without these, the Grand Suite risks being perceived as a rebranded version of an existing idea rather than a meaningful innovation in first-class travel.
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